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Official Oribi Update:
As of May 2022, Oribi has officially discontinued its services and contracts following its acquisition by Linkedin. As a result, several (if not all) of the following Oribi features are no longer operational. This includes integrations across Google and Facebook, web analytics, channel analytics, attribution, and more. Over the past few weeks, dozens of former Oribi users have migrated to Factors. Rest assured, they've been delighted with the experience. Book a personalized demo to learn more.
Oribi is great…but!
The B2B marketing analytics and revenue attribution space is booming.
As organizations allocate increasing budgets towards their marketing efforts; optimizing ROI and determining revenue impact is becoming a growing priority. Accordingly, there’s an explosion in demand for tools that help marketers understand their data. There’s no better testament to this claim than Linkedin’s recent acquisition of Oribi for over $80 million.
Oribi is fantastic for B2B website analytics. It’s simple, reliable, and great at what it does. Users rave about Oribi’s intuitive UI, web-based insights, and valuable CRO features. That being said, Oribi has certain fundamental limitations that Factors solves for. The following post compares the two platforms to demonstrate why Factors makes the better fit for B2B marketers.
It starts with the data…
Robust marketing analytics starts with robust marketing data. Data from ad campaigns, web sessions, and CRM events contribute to pin-point analysis and actionable insights. Accordingly, the strength of integration between your data sources and your analytics platform is a major factor to consider. Let’s explore how Oribi and Factors compare when it comes to data integrations.
The table above shows that both Oribi and Factors share a few common integrations including Google Ads, Facebook ads, and Hubspot CRM. What must be highlighted, however, is that the functionality of integration varies significantly between both platforms. For example, Oribi can push web data back from its platform to HubSpot and Factors cannot. Similarly, Factors can pull HubSpot and Salesforce data for customer journey analysis, while Oribi cannot.
Oribi is for you if…
Data orchestration is your priority. If pushing website data like button clicks and form submissions into HubSpot or Google Analytics is what you’re looking for, Oribi is definitely the better option. As it stands, Factors cannot automatically send data back into other platforms like Oribi can.
Additionally, Oribi provides three valuable integrations that Factors does not — ActiveCampaign, Mailchimp, and Klaviyo. As a result, use-cases that Factors misses out on includes:
1️⃣ Personalizing CX for ActiveCampaign contacts based on web behavior
2️⃣ Triggering personalized emails based on website behavior through MailChimp
3️⃣ Using Klaviyo to build targeted customer segments and campaigns
Factors is for you if…
Making sense of your marketing data is a priority. Factors delivers a far superior marketing analytics and revenue attribution experience as compared to Oribi. This ultimately lends to refined data-driven marketing strategies, campaigns, and more.
🔴 Oribi only pulls Total Spend metrics from ad platforms like Google and Facebook. What’s more? These reports are limited to channel level data. Factors, on the other hand, consolidates all metrics including CPC, CTR, ROI, impressions and more — at a channel, campaign, ad group, and keyword level.
🔴 Oribi’s integration with HubSpot is limited to pushing web data back into the CRM. It is impossible to report CRM data or attribute CRM milestones using Oribi. Factors integrates with HubSpot and SalesForce to connect campaign and web data with contact data, offline events, and revenue metrics from your CRM. This empowers end-to-end analysis and attribution across the length of your customer journey. More on this later.
🟢 Factors integrates with Clearbit Reveal to deliver powerful de-anonymized website data. This means that you can identify the accounts and leads visiting your website without requiring them to fill in a contact form. This is an integration feature that Oribi does not offer.
Why Marketers Prefer Factors Over Oribi
Reporting
Before optimizing your marketing strategy, you need a clean, comprehensive overview of your marketing data. Here’s why Factors has the edge over Oribi when it comes to reporting data:
1. End-to-end marketing reports
Oribi specializes exclusively in website analytics. This is both a strength and a shortcoming for the platform. Oribi fails to report on campaign performance and metrics across Google Ads, Facebook ads, and Linkedin ads. Additionally, it cannot report back with CRM data like lead stage, cost per lead, and revenue. Neither can it report on offline events like webinar attendance, sales calls, and non-web content. Failing to report on this vast array of information consequently affects any further analysis across funnels and multi-touch attribution. More on this later.
Factors delivers end-to-end reports across all your ad campaign metrics, website activity, and CRM data (including offline events). B2B Marketers can access all the data they would ever need under one roof with normalized, shareable reports. Consolidating all this data is in and of itself a major advantage that Factors has over Oribi. It eliminates data silos and ensures alignment across marketing, sales, and customer success.
2. Limitless filters and breakdowns
Generating a marketing report is one thing, but being able to slice and dice your reports is what makes reporting with Factors especially valuable. Factors provides unmatched customization across ads, web, and CRM reporting. Marketers effortlessly filter and breakdown reports by several dozen industry-standard properties and metrics. What’s more? Factors enables 100% custom properties, dimensions, and group-by options so your team always generates tailored insights.
Oribi is notoriously inflexible when it comes to reporting. Unlike Factors, there’s no room for custom filters or breakdowns. This implies that marketers receive a finite and often inadequate overview of the data they’re working with.
3. Flexible visualization and custom dashboarding
The concept of dashboarding simply does not exist with Oribi. As a result, grouping and visualizing reports can be a cumbersome process. On Factors, all reports are housed in customizable dashboards. For example, all your content reports like “blog page visits”, “scroll-depth percent”, and “time-spent on page” can be stored under one dashboard, with your campaign reports stored under another. These dashboards are automatically updated with the latest data across all your marketing efforts.
Another major benefit with Factors is its beautiful visualization mechanics. Line charts, spark charts, funnels, stacked graphs — we do it all! Marketers always have the option to choose between visual representation of their data that is best suited to their needs.
Marketing Attribution
Right off the bat, it should be mentioned that Oribi’s attribution engine is limited to website event attribution. This means that users can track how a visitor travels from one web page to another before hitting a conversion goal like a form fill or button click. To put it mildly, web-exclusive attribution is of hardly any use to B2B marketers. Lengthy sales cycles, several stakeholders, and countless non-web touchpoints render the B2B buyer’s journey convoluted and non-linear. It is essential to attribute each and every marketing touch point along the way — not just the ones that occur on your website. Here are a few major reasons why Oribi’s attribution doesn't hold up with Factors:
⭕️ Oribi’s limited CRM integration inhibits end-to-end attribution from initial touch point to revenue data (MQL, SQL, contract value, cost per conversion, etc)
⭕️ Oribi provides only channel level attribution (no campaign, keywords, etc)
⭕️ Oribi does not provide breakdowns by campaigns, ad groups, keywords
⭕️ Oribi doesn't attribute the full suite of ad metrics including CPL & ROI.
⭕️ Oribi does not attribute offline touchpoints (sales meetings, ebook downloads, webinar attendance, etc)
All in all, Oribi’s attribution is a superficial service. Conversely, multi-touch attribution is one field that Factors perform exceedingly well in. The platform provides robust attribution at each relevant level. It delivers a vast range of models, filters, dimensions, breakdowns across all the metrics you care about — from ad campaigns to offline events. With Factors you can:
✅ Attribute marketing interactions across ads, website, and CRM (not just web!)
✅ Attribute offline touchpoints with CRM integration
✅ Perform revenue attribution at an account level
✅ Compare multiple multi-touch attribution models against each other
✅ Customize attribution reports with dimensions and breakdowns by channels, campaign, adgroup, and keywords
Content Analytics
How are your blogs, podcasts, case-studies, white-papers, etc. driving pipeline and revenue? Several marketers actively use Factors to generate content reports and gauge the performance of their web and offline content. Content analytics with Factors goes beyond page-views, scroll percent, and time-spent on page. The platform actively connects the dots between content, leads, and revenue to provide a holistic view of what content is converting prospects better than others.
Oribi delivers similar content reports but its analysis is restricted to website/on-page content. For example, while Oribi can measure the performance of a particular blog on your website, it will not be able to track offline content touch-points like ebooks downloaded through paid ads or email content engagement like clicks and replies Ultimately, this type of content analysis will always remain incomplete.
Customer Journey Analytics
Understanding and optimizing the customer journey is a core use-case with Factors. Our patented AI-algorithms automates most of the analytical heavy lifting to deliver immediately actionable reports. These insights are based on customer behavior across campaigns, website, and CRM. Here are two popular features used by marketers today:
1. End-to-end Journey Analysis with “Funnels”
Funnels provide marketers with a high-level overview of every step of the sales cycle from first interaction to demo to MQL to SQL to deal won (and anything else in between). As previously mentioned, Factors is far, far more customizable than Oribi across the board and Funnel analytics is no exception to this. Oribi only shows a select few funnel configurations, none of which include analysis at a campaign, adgroup, or keyword level. Factors offers several dozen filters, breakdowns, and metrics. What’s more is that Factors allows users to generate and analyze reports based on custom dimensions and properties. This is not possible on Oribi.
2. Automated Insights with “Explain”
Both Oribi and Factors provide automated marketing insights. However, a key difference is that the concept of conversion is limited to web events on Oribi. Unlike Factors, which enables marketers to configure custom conversion goals, Oribi only considers website activity and button clicks when generating its insights. This is a 2-fold issue:
- On average, 5-10% of button clicks are inaccurate (For example, if a visitor accidentally clicks on a “submit now” button without actually filling in the mandatory fields will still be counted as a button click. This, in turn, will produce incorrect insights based on false-data. Factors solves for this by stitching web behavior with CRM records. This way, a form fill is verified by cross validating the submission with your CRM contacts.
- Since Oribi only captures web events (and ignores CRM data), its insights do not accommodate the entire user-journey. Consequently, conclusions derived from Oribi’s insights could very well be flawed. Here’s a likely scenario of this:
Let’s say you’re running a Display campaign and a Search campaign. With Oribi, you’ll only have access to reports uptil “cost per sign up”. In this case, the display ad seems to be performing far better than the search ad. However, when you unlock the full picture (as you can with Factors), MQL conversions are far more cost-effective with Search ads. Hence, actioning your strategy based on Oribi’s conclusion could result in suboptimal (or even worse!) marketing results.
Conversion Rate Optimization (CRO)
How are your core pages like “features”, “pricing”, and “resources” driving demo form submissions? Where are website visitors spending the most time before contacting your sales team? How is button placement affecting conversion rate? Several marketers rely on Factors to answer these questions about conversion rate optimization.
It should be mentioned that CRO is Oribi’s forte. If CRO is your sole use-case, Oribi would be the recommended alternative. This is especially true if your business is more e-commerce, and less B2B. With that said, however, it should also be mentioned that Factors stacks up to Oribi across all its CRO functions. The difference between the two platforms is in user experience. Since Oribi’s analysis is relatively surface level, CRO reports are far more accessible and facile to new users. Factors, on the other hand, provide in-depth analysis and hence, isn’t as simplistic. Don’t get it twisted — both platforms are self-serve and require no-code or technical know-how whatsoever. But Factor’s flexibility implies a marginally steeper learning curve as compared to Oribi.
The Best Time To Switch To Factors
Congratulations are in order for Linkedin's successful acquisition of Oribi. It's a big deal. As a results, however, Oribi's operations are likely to face a turbulent near-future. In fact, at the moment, Oribi is not onboarding new customers. What's more? As promising as this acquisition is, the product road map for Oribi is all but certain. This, coupled with limited customer success and onboarding support does not bode well for the platform. As the previous sections highlights, Factors is objectively the better marketing analytics and attribution platform for B2B marketers. And there's no better time than now to take it out for a spin yourself. Get started for free here or schedule a personalized demo to check out our work!
